Abstract
Research into green advertising has mainly investigated how green appeals can enhance product attitudes, sales, and brand image. But what happens after people have purchased a ‘green’ product advertised in a green ad? In two experiments, we show that purchasing a green product may have paradoxical post-purchase effects, such that it may lower intentions to engage in subsequent environmentally friendly behaviour (a so-called licensing effect). Importantly, our results show that these post-purchase effects are moderated by environmental identity: only people with a weak environmental identity show these paradoxical post-purchase licensing effects, people with a strong environmental identity are more likely to continue behaving in an environmentally friendly way.
| Original language | English |
|---|---|
| Pages (from-to) | 1202-1223 |
| Journal | International Journal of Advertising |
| DOIs | |
| Publication status | Published - 2019 |
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Keywords
- consistency
- environment
- Green advertising
- identity
- licensing
Cite this
}
Paradoxical side effects of green advertising : how purchasing green products may instigate licensing effects for consumers with a weak environmental identity. / Meijers, Marijn H.C.; Noordewier, Marret K.; Verlegh, Peeter W.J.; Willems, Winne; Smit, Edith G.
In: International Journal of Advertising, 2019, p. 1202-1223.Research output: Contribution to Journal › Article › Academic › peer-review
TY - JOUR
T1 - Paradoxical side effects of green advertising
T2 - how purchasing green products may instigate licensing effects for consumers with a weak environmental identity
AU - Meijers, Marijn H.C.
AU - Noordewier, Marret K.
AU - Verlegh, Peeter W.J.
AU - Willems, Winne
AU - Smit, Edith G.
PY - 2019
Y1 - 2019
N2 - Research into green advertising has mainly investigated how green appeals can enhance product attitudes, sales, and brand image. But what happens after people have purchased a ‘green’ product advertised in a green ad? In two experiments, we show that purchasing a green product may have paradoxical post-purchase effects, such that it may lower intentions to engage in subsequent environmentally friendly behaviour (a so-called licensing effect). Importantly, our results show that these post-purchase effects are moderated by environmental identity: only people with a weak environmental identity show these paradoxical post-purchase licensing effects, people with a strong environmental identity are more likely to continue behaving in an environmentally friendly way.
AB - Research into green advertising has mainly investigated how green appeals can enhance product attitudes, sales, and brand image. But what happens after people have purchased a ‘green’ product advertised in a green ad? In two experiments, we show that purchasing a green product may have paradoxical post-purchase effects, such that it may lower intentions to engage in subsequent environmentally friendly behaviour (a so-called licensing effect). Importantly, our results show that these post-purchase effects are moderated by environmental identity: only people with a weak environmental identity show these paradoxical post-purchase licensing effects, people with a strong environmental identity are more likely to continue behaving in an environmentally friendly way.
KW - consistency
KW - environment
KW - Green advertising
KW - identity
KW - licensing
UR - http://www.scopus.com/inward/record.url?scp=85065405497&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85065405497&partnerID=8YFLogxK
U2 - 10.1080/02650487.2019.1607450
DO - 10.1080/02650487.2019.1607450
M3 - Article
SP - 1202
EP - 1223
JO - International Journal of Advertising
JF - International Journal of Advertising
SN - 0265-0487
ER -